Scratch 'n sniff wines

What do you think about scented wine labels, are they a gimmick or a great idea?

A new wine that was launched last year features a unique ‘scratch n sniff’ label on the back of it. In a first for South Africa, and possibly the world, Bellingham’s Citrus Grove Chenin Blanc features a strip on the back label which customers can scratch and sniff in order to get some idea of what the wine inside the bottle will smell and taste like.

The wine first came to my notice last year at an event held by the Chenin Blanc Association – an organisation which is always striving to help consumers have a better understanding of our misunderstood, most-planted grape.

Michel Rey, marketing manager at Bellingham Wines, says the idea was simply to try something unusual and give the wine more shelf-appeal 'It’s something different and when we take the wine to shows or introduce it to retailers, it always creates a great talking point.'

The launch of the Citrus Grove has been successful enough for Bellingham to follow it up with a Mocha Java Merlot coffee-scented label which will hit the shelves in the next couple of months.

What do you think? Would having an idea of what the wine smells/tastes like help you to choose it over others? Or is it just another gimmick?

The Citrus Grove Chenin Blanc 2012 sells at Ultra Liquors for R32.99.

Vote below!

By: Cathy Marston